JOSEPH modernised women. In the sixties the Casablanca-born hairdresser Joseph Ettedgui imagined a revolution in the way we buy fashion. Joseph created a boutique where you could discover new ideas, new styles and new designers. Joseph brought Kenzo and Castelbajac to the world’s attention and was the first in London to sell Prada. Even after his own label was launched he continued to showcase the designers he had discovered. The JOSEPH collection is a high contemporary ready-to-wear collection with a strong core of luxury.